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Mello Yello, a brand born in 1979, experienced a comeback with BFG as "The Original Smooth." Initially targeting laidback teens with its retro flair, the brand has since repositioned its messaging as "The Delicious Citrus" -- your well-deserved citrus-flavored pause in a busy day.
I wrote all social copy and managed communities until becoming a content strategist for the brand. I wrote copy for the Mello Yello website as well as for partnered campaigns with The History Channel.
I also assisted with developing Mello Yello's global brand vision architecture alongside senior-level Coca-Cola Company brand experts.